Albert Heijn Reduces Sugar In Children's Drinks By 30%

Dutch retailer Albert Heijn is taking steps to reduce the sugar content in many of the private-label drink products that it has aimed at children.

The retailer is reducing the amount of sugar in its AH Frisse Fruitdrank and AH Djoezz juice drinks by up to 30% and providing healthier alternatives for children with 14 new products, including Wally de Walvis mineral water.

Last year, Albert Heijn reduced the sugar content in approximately 100 products that are frequently purchased by families with children, and in the coming weeks, it will introduce reductions in a further 40 products.

Fresh Guide

Albert Heijn's Fresh Guide was introduced into stores last year, highlighting the amount of sugar contained in products and information on how they are sweetened.

New colour-coded signs in the soft-drinks aisle show customers whether a product contains no sugar (yellow), is low in sugar (dark yellow), has a moderate sugar content (light orange), or is high in sugar (dark orange).